The Influence Of Viral Marketing "Clarification Of Video Viral Shopping Drama" On Instagram Towards Brand Awareness Tokomart Tokopedia

Abstract

This research was conducted to determine the effect of viral marketing on brand awareness at Tokomart Tokopedia. The purpose of this research is to understand and analyze how viral marketing and brand awareness influence the strategies that Tokopedia has implemented on social media. This research uses a quantitative method with a descriptive research type. The sample used in this study employed nonprobability sampling with a total of 100 respondents. The data analysis techniques and methods used are descriptive analysis and multiple linear regression analysis. Based on the test results, the viral marketing conducted by Tokopedia through the social media platform Instagram has a significant impact on Tokomart's brand awareness. This is evidenced by thitung> ttabel (9.535 > 1.985) with a significance test of 0.000 < 0.05. Based on the results of the partial hypothesis test (t-test), it is stated that the variable of viral marketing has a significant effect on brand awareness at Tokomart Tokopedia. Based on the coefficient of determination, it can be concluded that the viral marketing strategy at Tokomart Tokopedia has an impact of 47.6% on the brand awareness of Tokomart Tokopedia, while the remaining 52.6% is influenced by other factors not included in this study. The conclusion of this research is that Tokopedia has made efforts to enhance Tokomart's brand awareness effectively through viral marketing strategies; however, there are shortcomings in several aspects that need to be improved in the future.

Keywords-viral marketing, brand awareness, e-commerce, Instagram